When Phil Knight, a former college track athlete, and his former coach, Bill Bowerman, started a shoe company in 1962, they couldn’t have known that they would ultimately create one of the world’s most valuable brands. Originally known as Blue Ribbon Sports, the company started out as a distributor for the Japanese shoe maker that today is known as Asics. It wasn’t until 1971 that Blue Ribbon changed its name to Nike, after the Greek goddess of victory, and started designing its own shoes......

Questions

1. What are the key components of Nike’s marketing strategy?

2. What are Nike’s strengths and weaknesses?

3. If you were Adidas, how would you compete with Nike?